Marketing Mix Modeling
Marketing mix modeling methodology and best practices
Articles
- Why in-platform results differ from Paramark’s marketing mix model: A practical guide for marketers
- Why MMM results change month to month and what that means for you
- What is Marketing Mix Modeling?
- How to read and interpret your marketing mix model results
- Why MMM refreshes take time: A transparent look at what happens each month
- Understanding adstock: How marketing impact unfolds over time
- How to think about seasonality in your marketing mix model
- Should You Include Sales Data in Your Marketing Mix Model?
- How to think about zero-spend channels in your MMM
- How to approach anomalies and outliers in a marketing mix model (MMM)
- Choosing the Right Target Metric: When to Use Down-Funnel Metrics in Your MMM
- How to navigate major strategy shifts in your marketing mix model (MMM)
- The Iterative Marketing Mix Model Process
- How MMM validation works: How we build confidence in your model
- How to add an existing channel to your MMM: A practical guide
- What Is "Baseline" in Marketing Mix Modeling (MMM)?
- When are you ready for a marketing mix model?
- How granular should your channels be in your MMM?
- Why branded search looks so incremental in your MMM (and what to do about it)
- Why volume metrics anchor your MMM and how pipeline completes the picture
- How to add a new marketing channel to your MMM: What to know before you plug it in
- How to think about your MMM channels: a strategic guide
- How promotional pricing fits into your MMM: what to share and what to expect
- How to use MMM insights to calibrate your last-touch CAC and ROAS
- The model selection process
- A marketer’s guide to hierarchical models: what they are, when to use them, and how they work
- How to choose the right target metric for your marketing measurement and your marketing mix model
- MMM vs. Multi-Touch Attribution: How they differ and how they fit together
- Why your MMM attribution shifted from last month: understanding monthly model recalibration
- What it means to incorporate or calibrate priors into your MMM
- Should You Include a Macro Variable in Your MMM?